B2B service brand identity / Darren Coleman in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Titre : B2B service brand identity : scale development and validation Type de document : texte imprimé Auteurs : Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp. 1063–1071 Langues : Anglais (eng) Mots-clés : brand  brand identity  B2B service structural equation modeling  scale development Index. décimale : 650 Résumé : Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001386 [article] B2B service brand identity : scale development and validation [texte imprimé] / Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur . - 2012 . - pp. 1063–1071. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Mots-clés : brand  brand identity  B2B service structural equation modeling  scale development Index. décimale : 650 Résumé : Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001386

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Brand equity in the professional service context / Biedenbach ,Galina in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1093–1102 Titre : Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer–employee rapport Type de document : texte imprimé Auteurs : Biedenbach ,Galina, Auteur ; Bengtsson, Maria, Auteur ; Wincent ,Joakim, Auteur Année de publication : 2012 Article en page(s) : pp. 1093–1102 Langues : Anglais (eng) Mots-clés : brand equity  role ambiguity  overload  customer–employee rapport  Professional services Index. décimale : 650 Résumé : The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001350 [article] Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer–employee rapport [texte imprimé] / Biedenbach ,Galina, Auteur ; Bengtsson, Maria, Auteur ; Wincent ,Joakim, Auteur . - 2012 . - pp. 1093–1102. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1093–1102 Mots-clés : brand equity  role ambiguity  overload  customer–employee rapport  Professional services Index. décimale : 650 Résumé : The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001350

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Brand relationships and brand equity in franchising / W. Nyadzayo Munyaradzi in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1103–1115 Titre : Brand relationships and brand equity in franchising Type de document : texte imprimé Auteurs : W. Nyadzayo Munyaradzi, Auteur ; Jekanyika Matanda Margaret, Auteur ; T. Ewing Michael, Auteur Année de publication : 2012 Article en page(s) : pp.1103–1115 Langues : Anglais (eng) Mots-clés : franchisee-based brand equity  brand relationships  b2B branding  brand citizenship behaviour Index. décimale : 650 Résumé : Previous research suggests that building brand equity enhances the competitive advantage of retailers in B2B markets. However, limited attention has been paid to the concept of brand equity in B2B retailing contexts, particularly in franchise channels. This study seeks to understand how brand relationships can be leveraged to enhance brand citizenship behavior and ultimately brand equity in franchise channels. Accordingly, this study explores franchisees’ perceptions of their franchise brands, leading to a new conceptualisation of ‘franchisee-based brand equity’. An interpretive research design is employed, comprising of semi-structured interviews with key informants. Findings suggest that franchisors play an important role in promoting brand citizenship behaviour of franchisees, which in turn enhances brand equity. The study provides insight on how to effectively manage brand relationships to enhance franchisees’ brand citizenship behaviour and brand equity. The concept of brand relationships has been discussed widely in consumer markets, but has received limited attention in B2B contexts. In response, this study provides new insight in B2B branding and specifically, in how brand relationships may enhance brand citizenship behaviour and brand equity in B2B markets. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001325 [article] Brand relationships and brand equity in franchising [texte imprimé] / W. Nyadzayo Munyaradzi, Auteur ; Jekanyika Matanda Margaret, Auteur ; T. Ewing Michael, Auteur . - 2012 . - pp.1103–1115. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1103–1115 Mots-clés : franchisee-based brand equity  brand relationships  b2B branding  brand citizenship behaviour Index. décimale : 650 Résumé : Previous research suggests that building brand equity enhances the competitive advantage of retailers in B2B markets. However, limited attention has been paid to the concept of brand equity in B2B retailing contexts, particularly in franchise channels. This study seeks to understand how brand relationships can be leveraged to enhance brand citizenship behavior and ultimately brand equity in franchise channels. Accordingly, this study explores franchisees’ perceptions of their franchise brands, leading to a new conceptualisation of ‘franchisee-based brand equity’. An interpretive research design is employed, comprising of semi-structured interviews with key informants. Findings suggest that franchisors play an important role in promoting brand citizenship behaviour of franchisees, which in turn enhances brand equity. The study provides insight on how to effectively manage brand relationships to enhance franchisees’ brand citizenship behaviour and brand equity. The concept of brand relationships has been discussed widely in consumer markets, but has received limited attention in B2B contexts. In response, this study provides new insight in B2B branding and specifically, in how brand relationships may enhance brand citizenship behaviour and brand equity in B2B markets. Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001325

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Brand stability as a signaling phenomenon / Leischnig Alexander in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1116–1122 Titre : Brand stability as a signaling phenomenon : An empirical investigation in industrial markets Type de document : texte imprimé Auteurs : Leischnig Alexander, Auteur ; Enke Margit, Auteur Année de publication : 2012 Article en page(s) : pp.1116–1122 Langues : Anglais (eng) Mots-clés : brand stability  brand loyalty  price premium  signaling Index. décimale : 650 Résumé : The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorporates perceived brand stability, risk reduction, brand loyalty, and customers' willingness to pay a price premium. This framework is empirically tested based on a survey with one hundred and forty nine key informants from business units within the food industry. In order to analyze the proposed relationships, the authors employ structural equation modeling. The present research contributes to a deeper understanding of the role of brands in business-to-business contexts by highlighting the signaling effects of brands in an industrial buying context. Second, the present research empirically demonstrates that brand stability is a key factor to (1) reduce perceived risk, (2) build brand loyalty, and in turn (3) achieve a Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001295 [article] Brand stability as a signaling phenomenon : An empirical investigation in industrial markets [texte imprimé] / Leischnig Alexander, Auteur ; Enke Margit, Auteur . - 2012 . - pp.1116–1122. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1116–1122 Mots-clés : brand stability  brand loyalty  price premium  signaling Index. décimale : 650 Résumé : The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorporates perceived brand stability, risk reduction, brand loyalty, and customers' willingness to pay a price premium. This framework is empirically tested based on a survey with one hundred and forty nine key informants from business units within the food industry. In order to analyze the proposed relationships, the authors employ structural equation modeling. The present research contributes to a deeper understanding of the role of brands in business-to-business contexts by highlighting the signaling effects of brands in an industrial buying context. Second, the present research empirically demonstrates that brand stability is a key factor to (1) reduce perceived risk, (2) build brand loyalty, and in turn (3) achieve a Note de contenu : industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001295

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Brands / Sheena Leek in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

Public ISBD [article]  inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Titre : Brands : just for consumers? introduction to the special issue on B2B branding Type de document : texte imprimé Auteurs : Sheena Leek, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp.1060–1062 Langues : Anglais (eng) Mots-clés : B2B branding  brand personality  alliance  equity  corporate social media Index. décimale : 650 Résumé : Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001477 [article] Brands : just for consumers? introduction to the special issue on B2B branding [texte imprimé] / Sheena Leek, Auteur ; George Christodoulides, Auteur . - 2012 . - pp.1060–1062. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1060–1062 Mots-clés : B2B branding  brand personality  alliance  equity  corporate social media Index. décimale : 650 Résumé : Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media. Note de contenu : Industrial marketing DEWEY : 650 ISSN : 0019-8501 En ligne : http://www.sciencedirect.com/science/article/pii/S0019850111001477

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Corporate brand strategy formation / Vallastera Christine in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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Engineering consultants' perceptions of corporate branding / Sheikh Alireza in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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Marketing of competence-based solutions to buyers in exploratory relationships / Li Ling-yee in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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Network actors' participation in B2B SME branding / Minna Karstunen in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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New product blueprinting / Wang Yonggui in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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Product competence exploitation and exploration strategies / Castillo Francisco-Jose Molina- in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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Suspicion / Hunter Gary L. in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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The industrial brand personality scale / Herbst, Uta in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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To invest, or not to invest, in brands? / Backhaus ,Klaus in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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Usage, barriers and measurement of social media marketing / Michaelidoua Nina in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011)  

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